ID5 and OpenX partnership boosts Safari traffic reach by 58%

In late 2023, ID5 partnered with OpenX to address the growing challenges of signal loss in digital advertising, particularly in addressing traffic on Safari browsers. This partnership allows advertisers to utilize ID5’s identifiers within OpenX’s identity graph, significantly enhancing targeting capabilities in environments where traditional cookie-based tracking has become less effective. Initial testing conducted as part of this collaboration revealed impressive outcomes, with a reported 58 percent increase in reach for Safari desktop users and a 37 percent increase for mobile web traffic when using ID5’s solution. This integration comes at a time when advertisers are grappling with a decline in the reliability of cookie-based identifiers, which are crucial for audience engagement and campaign measurement. The partnership aims to shift these challenges into opportunities, allowing for more precise audience curation in a cookieless world. As agencies and brands face diminishing returns on traditional signal-based strategies, ID5 and OpenX have positioned themselves to offer innovative solutions that not only respect consumer privacy but also enhance publishers' abilities to monetize their content effectively. The collaboration has been in development since OpenX's initial integration with ID5 in 2021 where they started passing the ID5 ID downstream to support publishers’ needs for addressability. This evolution builds on previous efforts to engage consumers while adhering to their privacy preferences, thus ensuring a sustainable advertising environment. Leaders in both companies recognize that rebuilding trust with consumers is one of the key ingredients needed to ensure that the industry can continue to operate effectively in this new landscape. This partnership ultimately serves as a model for how the advertising industry can adapt to the pressures of signal loss, illustrating the changing dynamics between advertisers, publishers, and consumers. By leveraging ID5’s transparent and scalable identity infrastructure, brands are now empowered to refine their approaches and reach desired audiences in ways that were previously unaddressable, increasing overall campaign effectiveness without compromising on consumer trust.